The document provides a 5-step guide for companies to engage followers on LinkedIn:
1. Establish a company presence by crafting a compelling story and showcasing products and services.
2. Attract followers by engaging employees, announcing the company page, adding a "Follow" button, celebrating the new page, and joining and contributing to relevant LinkedIn groups.
3. Engage followers by posting status updates that help members become more successful professionals and conveying the company's brand promise in every update.
4. Amplify the company's network by encouraging followers to share engaging updates and rewarding advocates.
5. Analyze and refine the strategy by tracking metrics and optimizing
Live Webinar: Grow Your Business Using LinkedIn For FreeLinkedIn
Imagine if you could expose your brand and your content to millions of business professionals—for free.
LinkedIn members currently number more than 380 million, representing the largest group of influential, affluent, and educated people on the planet. Find out how you can get your message in front of this coveted audience without spending a dime.
Join us for a live webcast as marketers from LinkedIn, Spredfast, Level 3 Communications, and Highmark Health share actionable insights and best practices for:
- Developing a thoughtful content strategy that reflects your brand values
- Creating and optimizing your LinkedIn Company Page for maximum exposure
- Expanding your business presence on the world’s only professional feed
You’ll learn how to attract followers, post updates, and drive engagement—all without raiding your marketing coffers.
This is a presentation from our recent webcast 'The Power of Media and Content'. Part II of the Social Recruiting series for Staffing, Search and Recruitment agencies with Alex Charraudeau.
This presentation will provide a five step fail proof guide to put your social media plan into practice, and ideas you can implement immediately to get ahead of your competition using LinkedIn.
LinkedIn Financial Services Webinar Part 2 - 6-19-12LinkedIn
High Net Worth Investors Pt. 2 - Leveraging Social Media to Reach Affluent Investors.
This deck gives insights and best practices for reaching affluent investors with social media, based on new research from LinkedIn and Cogent Research. By Marie Rice, Cogent Research and Eileen Loustau, BlackRock, Inc.
Mobile Recruiting Essentials: What Candidates Want & What You Must Do | WebcastLinkedIn Talent Solutions
Mobile is no longer the future of recruiting, it’s the present. Click through to see what candidates expect from the mobile recruiting experience today and what it means for you.
Kickstart your mobile recruiting strategy with the new playbook: http://linkd.in/1jiWHxv
Read more on the LinkedIn Talent Blog: http://linkd.in/IFKMf2
Follow the LinkedIn Talent Solutions page: http://linkd.in/1beJ1jO
Tweet with us: http://bit.ly/HireOnLinkedIn
Live Webinar: Grow Your Business Using LinkedIn For FreeLinkedIn
Imagine if you could expose your brand and your content to millions of business professionals—for free.
LinkedIn members currently number more than 380 million, representing the largest group of influential, affluent, and educated people on the planet. Find out how you can get your message in front of this coveted audience without spending a dime.
Join us for a live webcast as marketers from LinkedIn, Spredfast, Level 3 Communications, and Highmark Health share actionable insights and best practices for:
- Developing a thoughtful content strategy that reflects your brand values
- Creating and optimizing your LinkedIn Company Page for maximum exposure
- Expanding your business presence on the world’s only professional feed
You’ll learn how to attract followers, post updates, and drive engagement—all without raiding your marketing coffers.
This is a presentation from our recent webcast 'The Power of Media and Content'. Part II of the Social Recruiting series for Staffing, Search and Recruitment agencies with Alex Charraudeau.
This presentation will provide a five step fail proof guide to put your social media plan into practice, and ideas you can implement immediately to get ahead of your competition using LinkedIn.
LinkedIn Financial Services Webinar Part 2 - 6-19-12LinkedIn
High Net Worth Investors Pt. 2 - Leveraging Social Media to Reach Affluent Investors.
This deck gives insights and best practices for reaching affluent investors with social media, based on new research from LinkedIn and Cogent Research. By Marie Rice, Cogent Research and Eileen Loustau, BlackRock, Inc.
Mobile Recruiting Essentials: What Candidates Want & What You Must Do | WebcastLinkedIn Talent Solutions
Mobile is no longer the future of recruiting, it’s the present. Click through to see what candidates expect from the mobile recruiting experience today and what it means for you.
Kickstart your mobile recruiting strategy with the new playbook: http://linkd.in/1jiWHxv
Read more on the LinkedIn Talent Blog: http://linkd.in/IFKMf2
Follow the LinkedIn Talent Solutions page: http://linkd.in/1beJ1jO
Tweet with us: http://bit.ly/HireOnLinkedIn
This curriculum explores the concept of a professional brand and introduces young people to the many resources available on LinkedIn, including mentors, jobs and internship opportunities.
How to Integrate Employee Advocacy Into Your Marketing StrategyLinkedIn
Marketers today can achieve more by expanding beyond one channel or approach to reach and engage consumers and prospects. One important tool is employee advocacy: empowering employees to share content with their social networks.
You don't have to start from scratch. Leverage the work you're already doing to set up your employee advocacy program.
Your employees as your brand ambassadorsPetra Neiger
You employees can be your biggest brand assets, your social brand ambassadors. 8 case studies from Cisco on how we leverage our employees in social media and why.
Employee Advocacy: Training and Activation Best PracticesLiz Bullock
Liz Bullock shares best practices on both training and activating employees to align with business goals. Examples from Adobe, Dell and others. Presented via BrightTALK on November 20, 2014
comScore and LinkedIn unveil new research showing how social platforms provide a trusted resource for today’s IT purchasing.
Presented at TechConnect:13 by Jake Raroque, Research Consultant at LinkedIn and Roslyn Ku, Vice President at comScore
Creating LinkedIn Sponsored Content That Earns EngagementPearce Delisle
Learn tips and best practices to help drive engagement with your LinkedIn Sponsored Content posts. See how other brands are achieving top engagement rates across a variety of verticals.
Original Contents by LinkedIn
LinkedIn can be a valuable resource for those
in senior management. Executives use LinkedIn
to connect with peers, establish thought
leadership, and grow their business. CMOs
are leading by example on social media: the
nearly 3 million CMOs on LinkedIn share
more content, follow more companies, and
participate in more discussion than the average
member. If you’re ready to build your reputation
and advocate for your brand, it’s time to get
active on LinkedIn.
This pocketbook highlights top 5 critical trends
every CMO should know. Each research-backed
trend is paired with tactical recommendations
of: 1) what you can do to get ahead of the trend
and, 2) how LinkedIn can help. We’ll wrap by
highlighting your influential peers who are
certainly worth following for inspiration
The Business Case for Employee AdvocacyTiffani Allen
If you're wondering what employee advocacy can do for your business, or if you're just looking to make a business case for a new program to your boss, this whitepaper has all the information you need to get started.
10 Powerpack Free Linkedin Marketing Strategy in 2020 by SysTabSysTab
If you want to promote your business using Linkedin in 2020 or 2021, let us help you with some killing free Linkedin marketing strategy for your business.
These are the proven marketing tips if your business is on Linkedin
How Tech Professionals Engage with ContentLinkedIn
Check out our Infographic to discover:
- New stats about the technology community’s desire for data-driven, educational content.
- Why technology professionals consume more content on LinkedIn, compared to their peers in other industries.
- Why technology professionals share heavily and show source appreciation in subtle ways.
- The role employers, brands, and peers play in providing tech professionals useful information.
- Tips and strategies to ensure you’re providing the tech audience engaging, relevant content at scale.
How to Create a Content Marketing Tactical Plan for LinkedInLinkedIn
The findings enclosed have been compiled as a result of multiple tests conducted by the LinkedIn Marketing team. We know what content works, the time commitment needed and which metrics to watch -- and now we're sharing them with you.
This curriculum explores the concept of a professional brand and introduces young people to the many resources available on LinkedIn, including mentors, jobs and internship opportunities.
How to Integrate Employee Advocacy Into Your Marketing StrategyLinkedIn
Marketers today can achieve more by expanding beyond one channel or approach to reach and engage consumers and prospects. One important tool is employee advocacy: empowering employees to share content with their social networks.
You don't have to start from scratch. Leverage the work you're already doing to set up your employee advocacy program.
Your employees as your brand ambassadorsPetra Neiger
You employees can be your biggest brand assets, your social brand ambassadors. 8 case studies from Cisco on how we leverage our employees in social media and why.
Employee Advocacy: Training and Activation Best PracticesLiz Bullock
Liz Bullock shares best practices on both training and activating employees to align with business goals. Examples from Adobe, Dell and others. Presented via BrightTALK on November 20, 2014
comScore and LinkedIn unveil new research showing how social platforms provide a trusted resource for today’s IT purchasing.
Presented at TechConnect:13 by Jake Raroque, Research Consultant at LinkedIn and Roslyn Ku, Vice President at comScore
Creating LinkedIn Sponsored Content That Earns EngagementPearce Delisle
Learn tips and best practices to help drive engagement with your LinkedIn Sponsored Content posts. See how other brands are achieving top engagement rates across a variety of verticals.
Original Contents by LinkedIn
LinkedIn can be a valuable resource for those
in senior management. Executives use LinkedIn
to connect with peers, establish thought
leadership, and grow their business. CMOs
are leading by example on social media: the
nearly 3 million CMOs on LinkedIn share
more content, follow more companies, and
participate in more discussion than the average
member. If you’re ready to build your reputation
and advocate for your brand, it’s time to get
active on LinkedIn.
This pocketbook highlights top 5 critical trends
every CMO should know. Each research-backed
trend is paired with tactical recommendations
of: 1) what you can do to get ahead of the trend
and, 2) how LinkedIn can help. We’ll wrap by
highlighting your influential peers who are
certainly worth following for inspiration
The Business Case for Employee AdvocacyTiffani Allen
If you're wondering what employee advocacy can do for your business, or if you're just looking to make a business case for a new program to your boss, this whitepaper has all the information you need to get started.
10 Powerpack Free Linkedin Marketing Strategy in 2020 by SysTabSysTab
If you want to promote your business using Linkedin in 2020 or 2021, let us help you with some killing free Linkedin marketing strategy for your business.
These are the proven marketing tips if your business is on Linkedin
How Tech Professionals Engage with ContentLinkedIn
Check out our Infographic to discover:
- New stats about the technology community’s desire for data-driven, educational content.
- Why technology professionals consume more content on LinkedIn, compared to their peers in other industries.
- Why technology professionals share heavily and show source appreciation in subtle ways.
- The role employers, brands, and peers play in providing tech professionals useful information.
- Tips and strategies to ensure you’re providing the tech audience engaging, relevant content at scale.
How to Create a Content Marketing Tactical Plan for LinkedInLinkedIn
The findings enclosed have been compiled as a result of multiple tests conducted by the LinkedIn Marketing team. We know what content works, the time commitment needed and which metrics to watch -- and now we're sharing them with you.
5-step model for establishing relationships with customers and prospects.
To Attract and engage a community of company followers by giving them the information and actionable insights they seek.
After reading this guide, you’ll understand how to apply this 5-step model to your social media strategy on LinkedIn.Proven Model for Social Media Success
1. Establish a Company Presence
2. Attract Followers
3. Engage Followers
4. Amplify Through the Network
5. Analyze and Refine
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
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Exploring Factors Affecting the Success of TVET-Industry Partnership: A Case ...AJHSSR Journal
ABSTRACT: The purpose of this study was to explore factors affecting the success of TVET-industry
partnerships. A case study design of the qualitative research method was used to achieve this objective. For the
study, one polytechnic college of Oromia regional state, and two industries were purposively selected. From the
sample polytechnic college and industries, a total of 17 sample respondents were selected. Out of 17
respondents, 10 respondents were selected using the snowball sampling method, and the rest 7 respondents were
selected using the purposive sampling technique. The qualitative data were collected through an in-depth
interview and document analysis. The data were analyzed using thematic approaches. The findings revealed that
TVET-industry partnerships were found weak. Lack of key stakeholder‟s awareness shortage of improved
training equipment and machines in polytechnic colleges, absence of trainee health insurance policy, lack of
incentive mechanisms for private industries, lack of employer industries involvement in designing and
developing occupational standards, and preparation of curriculum were some of the impediments of TVETindustry partnership. Based on the findings it was recommended that the Oromia TVET bureau in collaboration
with other relevant concerned regional authorities and TVET colleges, set new strategies for creating strong
awareness for industries, companies, and other relevant stakeholders on the purpose and advantages of
implementing successful TVET-industry partnership. Finally, the Oromia regional government in collaboration
with the TVET bureau needs to create policy-supported incentive strategies such as giving occasional privileges
of duty-free import, tax reduction, and regional government recognition awards based on the level of partnership
contribution to TVET institutions in promoting TVET-industry partnership.
KEY WORDS: employability skills, industries, and partnership
Get Ahead with YouTube Growth Services....SocioCosmos
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“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
The Challenges of Good Governance and Project Implementation in Nigeria: A Re...AJHSSR Journal
ABSTRACT : This study reveals that systemic corruption and other factors including poor leadership,
leadership recruitment processes, ethnic and regional politics, tribalism and mediocrity, poor planning, and
variation of project design have been the causative factors that undermine projects implementation in postindependence African states, particularly in Nigeria. The study, thus, argued that successive governments of
African states, using Nigeria as a case study, have been deeply engrossed in this obnoxious practice that has
undermined infrastructure sector development as well as enthroned impoverishment and mass poverty in these
African countries. This study, therefore, is posed to examine the similarities in causative factors, effects and
consequences of corruption and how it affects governance, projects implementation and national growth. To
achieve this, the study adopted historical research design which is qualitative and explorative in nature. The
study among others suggests that the governments of developing countries should shun corruption and other
forms of obnoxious practices in order to operate effective and efficient systems that promote good governance
and ensure there is adequate projects implementation which are the attributes of a responsible government and
good leadership. Policy makers should also prioritize policy objectives and competence to ensure that policies
are fully implemented within stipulated time frame.
KEYWORDS: Developing Countries, Nigeria, Government, Project Implementation, Project Failure
Social media refers to online platforms and tools that enable users to create, share, and exchange information, ideas, and content in virtual communities and networks. These platforms have revolutionized the way people communicate, interact, and consume information. Here are some key aspects and descriptions of social media:
Non-Financial Information and Firm Risk Non-Financial Information and Firm RiskAJHSSR Journal
ABSTRACT: This research aims to examine how ESG disclosure and risk disclosure affect the total risk of
companies. Using cross section data from 355 companies listed in Indonesia Stock Exchange, data regarding
ESG disclosure and risk was collected. In this research, ESG and risk disclosures are measured based on content
analysis using GRI 4 guidelines for ESG disclosures and COSO ERM for risk disclosures. Using multiple
regression, it is concluded that only risk disclosure can reduce the company's total risk, while ESG disclosure
cannot affect the company's total risk. This shows that only risk disclosure is relevant in determining a
company's total risk.
KEYWORDS: ESG disclosure, risk disclosure, firm risk
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
How social media marketing helps businesses in 2024.pdfpramodkumar2310
Social media marketing refers to the process of utilizing social media platforms to promote products, services, or brands. It involves creating and sharing valuable content, engaging with followers, analyzing data, and running targeted advertising campaigns.
www.nidmindia.com
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
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Grow Your Reddit Community Fast.........SocioCosmos
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1. Company Pages and Followers
Relationships That Drive Results
5 Steps to Engaging Followers on LinkedIn
linkedin.com/companies | 1
2. Table of contents
i
STEP
01
STEP
02
Intro
03
Establish a Company Presence
06
Attract Followers
07
STEP
03
STEP
04
STEP
05
Engage Followers
08
Amplify Through the Network
11
Analyze and Refine
14
linkedin.com/companies | 2
3. LinkedIn’s premium audience at a glance1
Relationships count
more than ever
Relationships mean more today than they ever
have for companies.
Consumers are in control of their online
experience and can easily tune out irrelevant or
promotional messages. On the other hand, they
are increasingly interested in connecting with
companies that can provide useful information
and engaging content.
For years, LinkedIn has helped marketers forge
mutually beneficial relationships with the world’s
largest community of business leaders and
influencers. These relationships build brand
equity and convert social actions into new
business opportunities.
Members also benefit as these relationships
with companies offer actionable insights and
solutions that enhance members’ careers and
professional decision-making.
$86k
average household income
of a LinkedIn member
93%
more likely to be college
graduates
3 4
OUT
OF
members use LinkedIn to
keep up on business news or
research companies
LinkedIn Audience 360 Study, August 2011
linkedin.com/companies | 3
4. Build relationships
that drive business
results
Our research indicates that members are nearly
50% more likely to purchase from a company
they engage with on LinkedIn.1 Further, nearly
80% of LinkedIn members want to connect with
the companies in their lives.2 By tailoring your
conversations with members according to their
professional interests, you’ll improve the image
of your brand and fuel purchase intent for your
products and services.
In this guide, we’ll show you how to use your
Company Page and other tools to attract
followers and turn them into passionate brand
advocates.
A proven model for success
Our research shows that leaders in social media are
embracing a high-level, 5-step model for establishing
relationships with customers and prospects. They are
attracting and engaging a community of company followers
by giving them the information and actionable insights they
seek.
After reading this guide, you’ll understand how to apply this
5-step model to your social media strategy on LinkedIn.
Proven Model for Social Media Success
1. Establish a Company Presence
2. Attract Followers
3. Engage Followers
4. Amplify Through the Network
5. Analyze and Refine
LinkedIn U.S. survey-based Follower report, January 2012
LinkedIn member surveys, January and February 2012
linkedin.com/companies | 4
5. Organize your team
for success
Don’t go it alone!
Whether you’re a company of 2, 10, or 100,000
employees, it’s important to establish clear roles
and responsibilities for managing and optimizing
your Company Page.
The key to building relationships is continuous
communication and relevant content. Get help managing
this process to ensure your company always has engaging
content to share.
Here are some different strategies to consider:
Enlist colleagues who understand customers’ needs or have
specific skills in content creation (e.g., video production,
infographic design). What expertise can they offer?
Centralize
Appoint a single social media “champion” to coordinate
all page content and track performance globally. This
champion should work with individual product or brand
managers to reflect the variety of interesting things your
company is doing.
Create a spreadsheet calendar with campaign themes
and posting timelines, and work with colleagues to decide
what they can best contribute and when.
Scatter
Rotate ownership of the Company Page between
each brand or business unit with a central or global
marketing lead setting and managing the schedule.
Highlight company or industry milestones to grab members’
attention with timely information.
Break up large themes into a series that you publish at fixed
intervals, to get followers into the routine of “tuning in” for
new content.
Divide & Conquer
Split ownership between a global social media team and
your company’s HR or recruiting department to address
marketing and hiring needs equally. Leads from each
team should work together to manage posting schedules
and shared goals.
linkedin.com/companies | 5
6. Step 1: Establish a
company presence
Before you build your follower community, it’s
important to lay the groundwork of a great
Company Page—your company’s home on
LinkedIn. Here’s how to get started.
Craft a compelling story
Provide a great narrative
Click the “Admin tools” button in the upper right of
the page to edit your company description, specialties,
industry, website, and more. Use rich, descriptive language
that helps readers understand your vision, purpose, and
the value you offer. What makes you unique? Make sure
the spirit of that story lives within all the content and
conversations you publish on LinkedIn.
STEP
01
Showcase Products & Services
We’ve found that marketers who build out their free Products &
Services Page tend to have twice as many company followers.
Located as a tab within your main Company Page, Products &
Services allows you to showcase everything your company does
best and, most importantly, gives members a compelling reason
to follow you.
Connect members with solutions
After you’ve added products to your page, you
can design multiple configurations based on
one or two of the following criteria: members’
geography, company size, seniority, job function,
or industry. With this feature, you can select to
feature relevant products to a specific audience.
Include a description, 1-2 paragraphs long
Company Pages are very SEO-friendly, and your
description and company name are prominent data for
search engines. Google search engine results pages show
previews of your page text (up to 156 characters in length),
so be sure your description leads with powerful sentences.
Go beyond products
You can link to just about anything on your
LinkedIn Company and Products & Services
pages. Give members a reason to follow you by
directing them to white papers, case studies or
how-to content. Rotate this content regularly.
Insert high-value keywords
Our search bar also lets members search for companies
by keyword directly from any LinkedIn page. You can
help your target audience find you by including targeted
keywords that describe your business, expertise, and
industry focus in each Company Page field.
Tell a story through video
Video is a proven method for increasing
engagement on a site. If your company has a
YouTube channel, embed product or customer
testimonial videos that tell a compelling
narrative about the value you offer.
linkedin.com/companies | 6
7. Step 2:
Attract followers
Creating authentic relationships is central to
achieving success on LinkedIn. Once you’ve
established your company presence on LinkedIn, you
can begin fostering these relationships by attracting
followers to your Company Page. Here are some
simple, effective strategies for attracting company
followers and getting those relationships off to a
strong start.
Engage your colleagues
Employees are your most reliable advocates. Encourage
them to complete their profiles and include a link to your
Company Page in their email signatures.
Announce your Company Page in an email newsletter to
existing customers or partners
Ask recipients to reply to that email with feedback about the
kinds of content they want to receive through your Company
Page. This will help you focus your conversations.
Add a “Follow” button to your website
Your web team can pull simple code for a “Follow” button
from developer.linkedin.com that you can add to your blog
or website. This allows LinkedIn members to follow your
company with a single off-platform click.
Celebrate your new page on the company blog
Once you set up your Company Page and start adding
content, drive traffic to it through a compelling blog post.
STEP
02
Join the discussion on LinkedIn Groups
There are over 1 million LinkedIn Groups serving as
communities for like-minded professionals worldwide.
We have groups covering virtually every industry, and
often the members you’ll find in groups are also the
members who are most eager to engage with companies.
Contribute to discussions in popular groups
Target groups that are relevant to the industries or customers
you serve. The search bar on the LinkedIn homepage lets
you look for groups by keyword.
Post ideas and questions that reflect members’ interests
Include a link to your Company Page at the end of your post.
Advise members to follow your Company Page if they’re
interested in gathering more insights and helpful information.
Share the mic
Contribute to popular discussions that members have
started. As people “like” and reply to your comments, you
have a chance to become a “Top Influencer” in the group.
You can also earn trust with members by using the group’s
built-in sharing tools to promote their discussions on major
social sites.
Be a connector
When you post to groups, aim to drive responses that
will help members solve problems and share insights with
one another.
linkedin.com/companies | 7
8. STEP
Step 3: Engage followers
03
Once you have followers, it’s important to nourish those relationships. The best follower relationships
are rooted in great conversations—and your tool for developing those conversations is the
Company Status Update.
At the most basic level, it’s helpful to think of every update as a chance to convey your brand promise. But it’s also
important to think of what LinkedIn members expect to receive from status updates. As a rule of thumb, all content you
post to LinkedIn should help members become more successful professionals. When you build a reputation for wanting
to help your followers, you’ll be more likely to convert them into loyal customers.
So, what makes a good status update?
Keep your content informative
A total of 68% of LinkedIn members say they would like to receive relevant news articles or insights from companies.
Be helpful and friendly, not sales-y
Have you ever had dinner with someone who always talked about him or herself? Avoid this pitfall, and don’t post overly promotional messages.
If you do post occasional company-related news or product announcements, be sure you’re providing content that delivers a specific benefit to
your followers.
Say it succinctly
We find that updates receive higher engagement if you keep it short - a brief sentence or two will do.
Post at least once per weekday
In general, companies that post 20 times per month reach at least 60% of their unique audience.
Think about timing
Updates posted in the morning usually earn the highest engagement, with a slight bump occurring again after business hours. Experiment to
see what works best for your company.
Link to great content
Status updates containing links can have up to 45% higher follower engagement than updates without links. Just remember to write a
compelling sentence to accompany the link, inspiring members to click through.
LinkedIn U.S. survey-based Follower report, January 2012
linkedin.com/companies | 8
9. STEP
03
Tailor your content
to specific audiences
What resonates most with followers? Content that’s
customized to their professional interests. With
LinkedIn’s Targeted Status Updates, you can reach
distinct follower segments with content they’re
likely to find interesting.
When you write an update, you’ll notice a feature
that lets you share it either with “all followers” or a
“targeted audience.” Selecting the second option
lets you send your update to a subset of followers
based on geography, job function, industry,
company size, or seniority.
Audience targeting best practices
Include your biggest brand advocates: your employees!
Employees are 70% more likely to engage with your posts.
Don’t target ultra-granular segments
Limit yourself to one or two targeting criteria per update
to ensure that your content receives many high-value
impressions.
Engage locally
Your company has a presence all over the map. Use
Targeted Status Updates to let employees in regional offices
contribute content that speaks directly to your customers or
prospects in different areas.
Target your ideal customer profile
Aim to reach followers who match your target customer.
We’ve seen promising results from early tests of
Targeted Status Updates. Philips, for example,
saw a 106% increase in follower engagement
after posting Targeted Status Updates during
a six-week period.
LinkedIn U.S. survey-based Follower report, January 2012
linkedin.com/companies | 9
10. STEP
Case studies:
learn from the best
03
Across LinkedIn, companies are seeing the benefits of engaging their followers: Recent research shows
that LinkedIn is 277% more effective at lead generation than Facebook or Twitter.7
How are leading marketers engaging their followers? Here are some helpful case studies to guide you:
Enterprise cloud computing company
salesforce.com used Targeted Status
Updates to promote its Cloudforce
London conference to a U.K. audience.
During a five-week period, the company
experienced a 30% increase in the rate of
follower engagement. In addition, these
targeted updates showed a 30% increase in
amplification (the ratio of “likes”, comments
and shares to total update impressions).
HP wanted to engage professionals and
gather recommendations for its products.
The company launched its own page,
inviting members to recommend and
comment on the items in the Products
& Services area. The company also ran
LinkedIn ads to generate recommendations
at scale. The results: More than 2,000
recommendations, 20,000 new followers,
and 500,000 viral updates about HP
products in two weeks.
A relative newcomer to the HR space,
Reconverse wanted to raise awareness
and create conversation around its mission
to change the corporate recruiting model.
Speaking to an audience in the HR field, the
company used status updates to stage a
contest, igniting a dialogue. The first update
alone generated 1,403 “likes”, 120 comments,
and 87 new followers. Reconverse attributes
90% of its revenue to its LinkedIn communitybuilding efforts.
HubSpot Blog. Jan. 30, 2012
linkedin.com/companies | 10
11. Step 4:
Amplify through the network
STEP
04
What is amplification and why does it matter?
Nothing impacts peoples’ perceptions and behavior like the recommendation of a trusted friend, colleague, or family
member. When you post content to your Company Page, your followers can “like”, share, or comment on your updates,
which “amplifies” your messages to their entire first-degree networks.
Each amplification action is an endorsement of your content and brand. As members amplify your posts across
LinkedIn, you have the chance to build relationships with even more members who discover your company through the
recommendation of a close contact.
Amplification plays an important role in engagement. A LinkedIn study found that non-followers actually engaged with
status updates 30% more than followers did.1 This is likely because many non-followers—who saw the updates once their
connections “liked”, shared, or commented on them—reacted to the implicit endorsement.
Also, a study of thousands of company updates found that over one-third of all impressions were due almost entirely
to amplification.2 Each additional impression is a chance for your company to reach members and convert them into
followers.
LinkedIn analysis of over 9,800 company Status Updates that received at least 500 impressions, during January 2012
Based on a study of all company Status Updates with at least 1,000 impressions posted June 1-15, 2012
linkedin.com/companies | 11
12. Make your content viral
STEP
04
How do you encourage followers to amplify your content?
Here are some ideas to get you started:
Ask coworkers to share your content with
their networks
Employees can show their corporate pride
and “shout out” fellow colleagues.
Link to “best-of” lists that focus on
industry insights or relevant company news
Research shows that, on average, posts can
boost their amplification rate by nearly 40%
if they steer followers toward “Top” lists
(e.g.: “Top 10 social media tactics in B2B
marketing”).
Invite customers to write reviews on your
Products & Services page
Their recommendations will get amplified
throughout the network.
Post interesting videos
One recent study found that when a status
update linked to a YouTube video, followers
who engaged with it took twice as many
amplification actions (“likes”, shares, or
comments) compared to posts that did not
contain videos.
Listen to conversations that occur off
LinkedIn
Collect findings from your various contact
forms, call centers, and blog comments, and
create status update content around the most
popular topics. When you post content that
better reflects your community’s interests,
your followers will find your updates more
worthy of a share, “like”, or comment.
Ask members for feedback about an
industry trend, business problem, new
product, and more
Your followers will welcome the chance to
respond to questions. On average, status
updates received nearly 50% more comments
if they contained questions.
Based on a study of all company Status Updates with at least 1,000 impressions, posted June 1-15, 2012. Viral reach measured in number of uniques. Best-of list analysis based on updates that included
the words “Top...”: 10, ten, 5, five, 3, three, 100, one hundred, 50, fifty, 30, thirty, 25, or twenty-five. Video analysis based on updates with links to youtube.com/ or youtu.be/.
linkedin.com/companies | 12
13. STEP
Dive into the
comments
04
Encourage amplification off-site
As you post engaging content, certain followers
will leave comments below your updates.
Don’t let these comments go unrecognized
or unanswered—as a page admin, you can dive
right in and start interacting. This will help build
loyalty among members, keep the discussion
going, and amplify conversations throughout
the network.
While your followers spend a lot of time on LinkedIn, your
relationships should continue off the site as well. With this
in mind, we’ve provided you with tools to let you start
conversations with members in multiple settings—not just
on LinkedIn.com. Here are a couple of plugins (available at
developer.linkedin.com) that will help you further amplify
members’ enthusiasm into endorsements for your brand.
Here are a few ideas for capitalizing on
comments:
Recommend plugin: Embed this simple plugin on your
website, on all pages that showcase the products you’ve also
added to your LinkedIn Products & Services page. With one
click, your site visitors can recommend a particular product
to all their first-degree LinkedIn connections.
Praise
Use the comments section to thank followers who contribute
thoughtful remarks about your products or industry.
Showcase
Connect with your most passionate, prolific commenters and
invite them to write a guest post on your blog. Link to the post
in a status update.
Share plugin: When you add a share plugin to your site, you
empower all readers with LinkedIn accounts to share your
content with their networks. This turns every visitor into a
potential champion for your brand.
Organize
Appoint a team of coworkers as ambassadors to your follower
community, empowering them to respond to comments.
linkedin.com/companies | 13
14. STEP
05
Take note: what content drives conversation?
Step 5:
Analyze and refine
In any marketing campaign, success depends
on your ability to measure performance and
optimize resources. LinkedIn’s analytics tools
empower you to do just that, ensuring you
have the insights you need to strengthen
follower relationships.
The best way to improve follower engagement and
amplification is to experiment with different kinds of content.
Once you understand what works, you can easily refine your
approach. Page admins can see statistics (engagement rate,
impressions, “likes”, shares, and comments) below each
status update starting 24 hours after they post.
Measuring Engagement
An important Key Performance Indicator (KPI) is a post’s
Engagement Rate—the ratio of clicks, “likes”, comments
and shares to total update impressions. This is an important
global metric for understanding how often members take
action on your updates. If you include a link in an update, be
sure to generate it with a link-shortening service like bitly or
Ow.ly. This way, you can keep track of total click-throughs.
Measuring Amplification
As you post updates, note which subjects and formats seem
to drive the highest amplification rate—the ratio of “likes”,
comments, and shares to total update impressions. This
helps you understand how often members are sharing your
content. For example, you might notice that you drive high
amplification whenever you post about your company’s
philanthropic initiatives. This might tell you that many of
your followers are interested in learning more about your
company’s values and culture.
linkedin.com/companies | 14
15. STEP
Track your progress
05
Your Company Page includes helpful Follower Statistics and Page Statistics tools that let you view
changes in the size and composition of your follower community, as well as activity on your page.
Here are a few best practices for getting the most out of these features. It may be helpful to create a
simple spreadsheet to track these KPIs over time.
Establish goals for growing your
follower community
Use the Follower Statistics page to
understand how your follower community is
growing over time and what kinds of followers
you’re reaching. Set targets for acquiring
followers who match your ideal customer
profile.
Get to know your recent followers
Your Follower Statistics page displays three
of your most recent followers. Click through
to their profiles to learn more about them.
Record info like job function, location,
company, etc. This will help you understand
how your audience is changing at the margins.
Measure lead generation and
follower conversion
Are your updates driving leads? Find out by
first tracking sign-ups from your LinkedIn
landing pages (e.g., webinar and event
registrations). Your conversion rate is the
number of leads generated from these pages
divided by the number of visits. Remember,
you can track click-throughs if you use a
service like bitly or Ow.ly to create links for
your updates. You can also estimate how well
you’re converting followers to leads: Divide
your number of new monthly or quarterly
leads by the number of new followers you’ve
acquired during that time.
Set engagement targets
The Follower Statistics page also displays
monthly engagement metrics for all your
posts collectively. As you optimize your
updates based on individual performance,
you should see an uptick in the overall monthto-month engagement rate.
linkedin.com/companies | 15
16. Let your follower
relationships thrive
Like any good relationship, your followers require
care and attention. By following the
five-step model in this guide to deliver
consistently high-quality content that addresses
members’ professional needs, you will not
only grow your follower community, but also
forge bonds and foster honest conversations with
potential customers.
As always, please keep in touch and stay on
top of the latest news and advice by visiting our
Company Page [linkedin.com/company/linkedin],
or check out our blog [blog.linkedin.com]. Thank
you for reading, and happy posting!
linkedin.com/companies | 16